In our oversubscribed, over-saturated, on-demand world, getting peoples’ attention has never been more challenging.
Increasingly, brands are recognising the value of professionally produced, editorial-style podcasts and using them as effective marketing mechanisms to enrich their brand and build their audiences, sophisticated sales tools for high-value customers, or as beguiling instruments for employee engagement.
What is a branded podcast?
A branded podcast is audio content that is created and produced for a brand, organisation or public body. It serves as a platform for brands to connect with their audience in an intimate and engaging way. Branded podcasts can be used to promote brand awareness, drive conversions, and build customer loyalty.
What are the benefits of a branded podcast?
From growing start-ups to established corporates, so many brands are reaping the benefits of podcasting.
They help you form a connection with your audience
94% of podcast listeners do so while focusing on another activity (Source: BBC Audio: Activated Study, Sept 2019). This kind of ‘secondary listening’ increases engagement, emotional intensity and long-term memory of the podcast. This means your listeners are forming an intimate connection with your brand which can lead to long-term loyalty.
They allow you to tap into the cultural zeitgeist
With 22% of young adults listening to podcasts on a weekly basis, there is also a unique opportunity for brands to tap into the cultural zeitgeist. The most successful shows aren’t vintage content marketing repackaged as an MP3 - they are editorial, human-centered stories that give an intimate insight into your brand. As the Senior Vice President of Corporate Relations at McDonald’s put it “If you want to be a beloved brand, you need to start with what people love.”
Branded podcasts are great for networking
Put simply, podcasting is a golden opportunity for brands to convene and take ownership of the most interesting stories and conversations happening in their industry.
Great content brings better brand awareness
Branded podcasts offer a unique opportunity for brands to a captive audience. The more time listeners spend engaging with your brand, the more aware they will become of what you have to offer. In their very own branded podcast, McDonald’s cashed in on a pop culture phenomenon, fuelling the cult following of their discontinued Szechuan sauce - all told through true-crime style reporting. This irreverent format shows how creative, narrative podcasts can fuel new interest in your brand.
What are some examples of branded podcasts?
Social Creatures, Sprout Social
On Social Creatures, Sprout Social’s Cat Anderson chats with the people behind the most inspiring and unique social media campaigns to reveal the story behind their success.
Committee Corridor, The House of Commons
Committee Corridor from The UK Parliament is a fortnightly podcast that brings together MPs from the different select committees in the House of Commons to discuss the most pressing political, social and economic matters facing the UK today.
Small Business Big Lessons, Buffer
Small Business, Big Lessons is a podcast from the social media scheduling tool, Buffer, that goes behind the scenes with inspirational small businesses who are truly driving innovation and redefining how work happens.
Awarded the Best Branded Podcast by Quill, INSIDE RETAIL is a refreshingly fun and forthright look at the intersection of retail and technology. Hosted by Grace Hill, EDITED's Retail Strategy Director, the show pulls back the curtain on the world of luxury brands, fast fashion and housewares.
Red Bull Basement Sessions, Red Bull
On Red Bull Basement Sessions, host Tom Carroll discovers how leading global innovators, entrepreneurs and athletes shake up the status quo as they share their mindset, their motivations and what it takes to make a difference.
'How did you get that job?’ Hays Recruitment
In each episode of ‘How did you get that job,’ The Hays team meet senior technology professionals and ask them to share how they’ve got to the top of their career. Expect conversations with global experts including cyber security leaders, directors of data, chief technology officers and augmented reality specialists.
Want to launch your show? Here’s how we can help
We work across all stages of podcast creation: whether that’s the initial design concept; the script; the tech; the recording; the editing; the artwork or the distribution.
We create podcasts – in their entirety – to your brief. Find out more about how we work with the link below.
Our services
Production
End to end support.
We provide a full-stack service, from concept to distribution for every podcast. This has been learned and adapted from producing our own shows and our wide range of clients
Each project has a dedicated producer, an extension of your team from the infrastructure to constructing the narrative arc.
Promotion
Activating the Podcast
We provide support to leverage your earned and owned audience. Whilst running media campaigns to get your message heard across podcast platforms
Specifically focussed on driving an inbuilt podcast audience to your show, that want to engage with your content.
Why Us?
We deliver content like none other.
We are on a mission to turn branded podcasting into an editorially competitive and ROI focussed necessity for any brand wanting to have integrated content strategies
It's a touchpoint where people choose to engage with you, building authority, awareness and perception through the network of guests and level of content.